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other leaders:
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Journal Archive
Go-to-Market Strategies
Standing Apart: How a Blender Creates Affinity
The central goal of online marketing isn’t awareness, it’s engagement. And the five key tools to produce engagement are affinity, personality, community, co-creation, and advocacy. Engagement at the broadest level is getting the customer involved with your company, with your products and often, with your people. You want your customers to get to know your organization, its values and services. When customers like what they see and experience, the relationship deepens and it leads to affinity. Thus what was once a distant relationship becomes personal. Another way to same thing perhaps is to say that “Personality replaces traditional brand marketing”
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Online Marketing as Personality Marketing
People want to know more and engage the company at a different level than just a one-way read of a site. Great companies have figured how to embody their full persona, online. I’ve been collecting distinguished online marketing methods to showcase what can really be done online.
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Google SMB Push…
Having launched what now seems like a bazzillion products, I think I can draw a conclusion about the simplicity of enterprise product adoption. Here goes. There are only 3 things enterprise companies need to adopt technology: security, scalability and support….
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The Holy Grail of the SMB Market
I’ve been working with many a new client who wants to reach the SMB market. These are traditional enterprise companies who want to expand. And they the SMB market as a viable one to pursue for growth. But this market…
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Power of the Influencer — Who is Yours?
When you want to buy a new bbq, who do you ask? If you want to know which smartphone to buy, what blog do you go to? And if you’re looking for a school to enroll your kid, whose advice…
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4 levels of belief; 5 ways to market
Promise Phelon, CEO of the Phelon Group recently spoke at the fall WITI Conference in Santa Clara during a session called “the Changing Customer Conversation”, and introduced these 4 levels of belief. People are most likely to believe, in this…
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SaaS avoids the Blue Plate Special
Marketing Profs kindly published part 5 of a 6 part series about 2 weeks back. Just catching up from last week’s break, and wanted to share it with you. It’s on the new licensing/pricing models coming up. ——— Do you…
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Churn and Burn or Ways to Go?
It is true that, over time, strong technology consumer companies will win market share from weak companies. However, there’s one nearly surefire way to make sure you don’t fail. Focus. You got know enough to know if you’re going to…
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Go-to-market Mix in the Web 2.0 Era
It’s been 40+ years since E. Jerome McCarthy published Basic Marketing, the business book that introduced the “4 Ps” (product, price, place/distribution and promotion) to the world. While the categories still hold true, what was once considered the leading edge…
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Sparked!
Last night, a little venue called Spark was held. The notion was to connect really smart people - who are down-to-earth good leaders in high-tech - to learn from our firm the latest on transforming business and marketing models,…
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What’s Next for Technology Innovation in the Valley
Wanted to share with you an article that captures the fundamental shift in the technology innovation model. Some people call this shift ‘atomized’ software development. With AJAX (a new form of development using Javascript and XML), weaving together applications is…
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Sales model is critical go-to-market piece
Getting caught up on reading as I nurse a cold today. An article worth highlighting. On page B10 of this (3/28/06) Tuesday’s WSJ, there was an article on marketing strategy that made loads of sense. Two audiences might want to…
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What makes a good Sales Comp Plan?
Last week, I worked with a CEO on designing / redesigning his comp plan. He has a set up where the business sells subscriptions and the sales rep gets paid a flat % for first year, as well as a…
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